Motion Picture News (Jan-Feb 1922)

January 21, 1922 615 Helmts’ “Over the Hill” Campaign Manager of Strand Theatre, Des Moines, Makes Most of Picture’s Exploitation Opportunities “Thunderclap” Race Track Atmosphere Featured in Lobby Stunt In connection with the presentation of “ Thunderclap ” at the Moon theatre, Omaha, Neb., an original bit of exploitation was utilized which not only drew people into the theatre lobby, but held them there, and ultimately sent them eagerly to the box office. “ Thunderclap ” being a picturization of a racetrack story, seven horseshoes were obtained from a nearby racing stable. Then they were neatly arranged upon a large piece of cotton and placed in a long black box covered with a slab of plate glass. The box was put on two pedestals in the lobby of the theatre, directly in front of the box office. On a small easel below the box was a card reading: “These shoes were worn by Dan O’Patrick, the winner of the famous European sweepstakes, and were loaned to the Moon theatre by Mr. William Fox.” Of course, no one ever heard of “ Dan O’Patrick,” and even to those familiar with racing, the little ruse was so cleverly done that it brought only a smile. Nevertheless, hundreds of persons were crowding the lobby at all times of the day throughout the entire run of the production. Jacobs Builds Fine “Big Game” Lobby Display Manager Jacobs, of the Strand theatre, Nashville, Tenn., built a line northern lobby on “Big Game” last week. Twelve snow-covered cedar trees were fastened upright around the walls, making a bower of green and white. Big boulders were also plastered with snow, and the ticket booth was decorated with cedar and cotton. A large camp fire lighted with three red bul'bs attracted attention at the front. May Allison paper and banners were used lavishly. Being the week before Christmas, the decorations chimed in nicely with the holiday atmosphere. ED. HELMTS, manager of the Strand theatre, Des Moines, left no stone unturned in exploiting “ Over the Hill ” for a two weeks’ engagement. The Saturday before the opening he gave a showing of the picture to society women and ministers. A letter in which Mr. Helmts said that he liked the picture and would like the ministers to see if they did were sent out to 100 ministers. Cards bearing the name of those invited were enclosed and presented at the door. This was done with the co-operation of the Des Moines Evening Tribune, and the opinions of those who attended the free showing were published in the Tribune. Extra newspaper space was used. Teaser ads were run five days before the opening. The Tribune also sponsored the “Famous Women — Mary Carr” contest described numberless times m connection with “ Over the Hill ” exploitation. A window display got a lot attention. With great skill a scene in miniature from the picture was reproduced in a vacant window next to the theatre. There was a tiny house in the foreground and in perspective “ over the hill ” the poorhouse. Between ran a very real looking path that crossed a bridge that spanned a tiny stream of water. In the distance could be seen a waterfall. Tiny trees and shrubs dotted the landscape while over all was a realistic moon. At night lights showed in the windows of the house and the moon showered the display with first class “ moonbeams.” Arrangement was made with one of the judges to sentence a prisoner to see the picture. A boy was caught on a box-car, was sent to see the picture and was so affected that he immediately returned to his home in Davenport. The picture was presented with a quartet singing “ Dear Old Mother of Mine ” and “ Auld Lang Syne.” Light effects were used and as the quartet slowly left the stage singing the picture started. Off stage toward the close they sang “ Over the Hill ” and continued until the people were out of the house. Arabian Dancing Girl Used in Prologue for “ One Arabian Night ” No prologue run in conection with the showing of a motion picture yet attempted by a theatre manager in Eastern Pennsylvania is to be compared with that which Walter C. Kantner, manager of the Capitol theatre, Reading, Pa., staged for the run of “ One Arabian Night ” at his theatre during Christmas week. The theme of the picture being Oriental, suggested to Kantner the possibility of staging a setting of Oriental splendor and at the same time adding realism to it by presenting in person a real Arabian girl in dances of her native country. He was fortunate in securing Hedda Holubar, an Arabian girl, to appear in the titular role of the prologue, with two other girls to assist her in presenting dances of an Oriental nature. The prologue, which was of about ten minutes’ duration allowed Miss Holubar ample time to appear in a variety of costumes and offer a series of Oriental dance effects accompanied by the wierd music of the tomtom and flute. “Man’s Home” Lobby Rogers’ Masterpiece AS a lobby display for “ A Man’s Home ” playing recently at the Tivoli theatre, Chattanooga, Tenn., Manager E. R. Rogers built a complete house and then surrounded it with a plot of yard, made of fresh green turf, 6 by 10 feet in size. The earth was held in place by wooden walls painted to resemble a stone wall. The house itself, shown in the cut on the opposite page, was 5 by 4 feet and was painted green. There were four rooms, with practical windows equipped with tissue paper curtains and all lighted with electricity. “ Man and' wife ” dolls graced the front porch bench and a baby doll rested in a swing. Every room had its proper tiny furniture, piano, wicker chairs, rugs, bed, stove, etc. A kewpie doll in the miniature bath tub provided some comedy. A clothesline of family odds and ends was strung in the back yard. A toy cow, dog and goat, were also given a place in the yard. A sand road ran from the front gate to the garage at the rear of the house. On this road a toy auto was located. Several birds were tacked around on the porches and roof, adding color and homelikeness. Mr. Rogers placed several cards about the display adding interest and explaining the picture. For completeness and general interest for patrons, the display surpassed anything Mr. Rogers has ever originated, which is saying considerable. Two views of Mr. Rogers’ display are shown in cuts appearing on the opposite page. Prologue on “ The Sheik” presented by Louis St. Pierce, manager of the Majestic theatre , Madison, Wis.